2012 State of Inbound Marketing
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2012 State of Inbound Marketing






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    2012 State of Inbound Marketing 2012 State of Inbound Marketing Presentation Transcript

    • THE2012State ofInboundMarketing Blogging Social media#SOIM
    • MIKE VOLPE MELISSA MILLERHubSpot Chief Marketing Officer Inbound Marketing Manager@mvolpe @mcdmiller#SOIM
    • State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
    • SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4
    • Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
    • 1 Costs & 2012 Budgets
    • How much is your averageCOST PER LEAD?
    • Inbound Consistently Yields Lower Cost Leads
    • Blogs cited as least expensive
    • Trade shows ranked as most expensive
    • The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
    • Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
    • 89% are maintaining or increasing theirinbound budgets
    • Increases Driven by Past Success;Decreases Driven by the Economy
    • Budgets Shift to Inbound
    • Budget Growth within Inbound
    • Outbound Budgets Remain Stagnant
    • Small Businesses Level the Playing Field
    • 2 Lead Quality & Sales
    • Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
    • Social Media & Blogs Generate RealCustomers
    • The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
    • Blog Frequency and Customer Acquisition
    • 70% of Businesses Blog At Least Weekly
    • Facebook Is More Effective for B2C; LinkedIn Is forB2B
    • LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.Marketing ProfessionalHardware Technology11 to 25 Employees
    • 3 What’s important to marketers?
    • Which sources ofleads have becomeMORE important toyou over the lastsix months?
    • Social Media & SEO Growing in Importance
    • Direct Mail Declining in Importance
    • This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
    • 25% indicated their company blog is CRITICAL
    • 81% rated their blog as USEFUL OR BETTER
    • Company Blogs are Increasingly Valued
    • THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe YOU.www.linkedin.com/in/mikevolpeMELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller
    • 3 2000 7 50+ 6 15 0 days inbound learning breakout inspiring small reasons marketing tracks sessions keynotes group not to professionals workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
    • Q&AReceive a complimentary marketingassessment from HubSpot: WWW.HUBSPOT.COM/IMA